Comparative Study of Maruti and Hyundai - 99322551

A
PROJECT STUDY REPORT

ON
COMPARATIVE STUDY OF MARKETING STRATEGIES OF TWO
AUTOMOBILE COMPANIES
AND
Submitted in Partial Fulfillment for the award of Degree of
MASTER OF BUSINESS ADMINISTRATION
Submitted to : Submitted by :
Ms. Renu Sharma Sumit kumar jain
MBA 4th Sem.
15MAMXX702
APEX INSTITUTE OF MANAGEMENT AND SCIENCE, JAIPUR

2015-2017
1
DECLARATION
I hereby declare that the dissertation Comparative study of marketing

strategies of automobile company submitted for the MBA Degree at
Apex Institute Of Management & Science is my original work and the
dissertation has not formed the basis for the award of any degree,
associate ship, fellowship or any other similar titles.
SUMIT KUMAR JAIN

MBA 4TH SEEM
15MAMXX702
ACKNOWLEDGEMENT
2
Working on this project has presented with many insights and
challenges. This project would not have been the same without the
dedicated guidance of my project guide Ms.Renu Sharma Department of
Management, Apex Institute Of Management & Science, Jaipur .
I thank him for his support and patience.
This project is a synergistic product of many minds. Therein, I take this

opportunity to express my profound appreciation to everyone who has
directly or indirectly helped me in the successful completion of this
project.
The project would not been completed without their support and
guidance. Thanking them is a small gesture for the generosity they
showed. It was a great learning experience to work on such a project.
SUMIT KUMAR JAIN

MBA 4TH SEM
Date:
INDEX
Sr no. Particulars Page

no.
1 Declaration I.
3
2 Acknowledgement II.
3 Introduction 1
4 Automobile Company Profiles 5
5 Theoretical View 15
6 Practical View 27
7 Suggestions and Recommendations, 44

Conclusions
8 Annexure 48
9 Bibliography 56
CHAPTERWISE PRESENTATIONS
Chapter 1 Introduction
1.1 About Marketing Strategy
1.2 Title of the study
4
1.3 Objectives of the study
1.4 Scope of the study
1.5 Limitations of the study
Chapter 2 Company Profiles

Company Profiles
Chapter 3 Theoretical View

3.1 History of Indian Automobile Industry
3.2 Evolution of Automobile Industry
3.3 Common Marketing Strategies of Car Companies
3.4 Market Share of Automobile Companies
3.5 Marketing Strategies of Maruti Suzuki
3.6 Marketing Strategies of Hyundai
3.7 Comparative Study of Maruti Suzuki and Hyundai
Chapter 4 Practical view

4.1 Charts and Interpretations ( Chart 1 to 20)
4.2 Observations
Chapter 5 Suggestions and Recommendations, conclusions
List of Charts/ Graph
Chart Name Page

no. no.
5
1 Evolution of Automobile Industry 14
2 Market share of Automobile Industry 20
3 Way of Purchase 32
4 Views of dealers on Promotion through 34
sponsoring reality show
5 Increase in sales during Festive Season 36
6 Users of Maruti/ Hyundai 37
7 Most Preferred car 38
8 Reasons for Using Maruti & Hyundai Car 39
9 Customers Rating to cars performance 39
10 Expectations Met 40
11 Criterias in Buyers Mind 40
12 Reasonable Pricing 41
13 Preference of Customers 42
14 Strategies through which Customers 42
Attracted
15 Dealers Service 43
6
INTRODUCTION
7
Comparative Study of Marketing Strategies of Two
Automobile Companies
A marketing strategy is a process that can allow an organization to

concentrate its limited resources on the greatest opportunities to increase
sales and achieve a sustainable competitive advantage. Its a written plan
which combines product development, promotion, distribution, and pricing
approach, identifies the firm's marketing goals, and explains how they will
be achieved within a stated timeframe. Marketing strategy determines the
choice of target market segment, positioning, marketing mix, and
allocation of resources. It is most effective when it is an integral
component of firm strategy, defining how the organization will successfully
engage customers, prospects, and competitors in the market arena.
Marketing strategies serve as the fundamental underpinning of marketing
plans designed to fill market needs and reach marketing objectives.
Marketing strategies are dynamic and interactive. It may differ depending
on the unique situation of the individual business.
On the Canvas of Indian Economy, Auto Industry occupies a prominent

place. Automobile sector is one of the core of Indian Industry.Continuous
economic liberalisation over the years by the Government of India has
resulted in making India as one of the prime business destination for
many global automotive players.
8
One of the largest industries in India, automotive industry has been
witnessing impressive growth during the last two decades. Indian
automobile industry has a mix of large domestic private players such as
Tata, Mahindra, Bajaj, Ashok Leyland and major international players
including GM, Ford, Toyota, Honda, Hyundai, etc. To remain in this
competitve market on has to come up different ides and strategies.
Various Marketing Strategies enables a firm to expand business activities
for market reputation, to satisfy human wants , to lead to specialisation
and efficient performance of production function climaxing in econimic
stability.
After liberalization automobile Industry is growing at very high rate and
many new companies have also entered into market. With offering variety
of cars in all segments for everyone. So it is important to know which
company is providing us good quality cars at fair prices and providing
better after sales services. And how they are trying to reach customers.
The most obvious objective marketers have for promotional activities is
to convince customers to make a decision that benefits the marketer (of
course the marketer believes the decision will also benefit the customer).
For most for-profit marketers this means getting customers to buy an
organizations product and, in most cases, to remain a loyal long-term
customer.
However, marketers must understand that getting customers to commit to
a decision, such as a purchase decision, is only achievable when a
customer is ready to make the decision.
Title of Study
9
Comparative Study of Marketing Strategies of Two Automobile
Companies
Objective of Study
- To know the various strategies used by Maruti Suzuki and Hyundai
Company to attract maximum number of customers.
- To know which company offers better cars, better after sales services
and by which company cars customers are satisfied most.
- To know the demand of Automobiles.
- Competition from other car manufacturers.
-To know the trend in Market.
- To know which car is more demanded by Customers.
- Through which strategies maximum customers are attracted.
- To know recession effect on sale of cars
Scope of Study
- Company will come to know what attracts Customers.
- Company as well as Dealers of Maruti Suzuki and Hyundai will come to
know that which are the criterias customers look for before buying car.
- Company and Dealers will also come to know the future changes which
will be require to satisfy customer needs and wants.
Methodology of Data Collection
Primary Data:-
10
Visiting various Dealers and asking them about their promotional
strategies and requirement of customers.
Asking to users of Maruti and Hyundai about their preference, criterias
while buying car and their experience with dealers and their expectations
from dealers.
Secondary Data:-
Magazines.
Internet.
Period of Study:-
The Period of Study is from MARCH-2017 TO APRIL -2017
11
Maruti Suzukis Profile
In early 1980s Indian Govt decided to produce a small car, which would
be within buying reach of Indian middle class. The obvious place to shop
for technology was Japan, which had developed world class capabilities
in small cars by that time.It was not Toyota, or Nissan, or Honda ,three
largest player in Japan, but Suzuki, a much smaller company with strong
capcabilities in making small cars. Suzuki grabbed the opportunity with
both hands and formed a joint venture with govt. called Maruti Udyog.
Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan,

has been the leader of the Indian car market for about two decades. Its
manufacturing plant, located some 25 km south of New Delhi in Gurgaon,
has an installed capacity of 3,50,000 units per annum, with a capability to
produce about half a million vehicles.
Maruti rolled out its 1st car, Maruti 800 with 800cc engine in December
1983. This model targeted at masses and was lanuched as Peoples
car. In early 2003, Maruti Udyog, a joint venture between Suzuki and
Indian Govt. dominated Indias automobile market with 54% market share
and with annual production capacity of 5lac cars. The company
12
dominated Indian Small car market with a share of 100% in A seg, 36% in
B seg and 86% overall.
The company has a portfolio of 11 brands, including Maruti 800, Omni,

premium small car Zen, international brands Alto and Wagon-R, off-
roader Gypsy, celerio, wagonR Stingray, Ritz, Eetiga, Brezza, S-Cross,
mid size Esteem, luxury car Baleno, the MPV, Versa, Swift and Luxury
SUV Grand Vitara XL7.
In recent years, Maruti has made major strides towards its goal of
becoming Suzuki Motor Corporation's R and D hub for Asia. It has
introduced upgraded versions of WagonR, Zen and Esteem, completely
designed and styled in-house. Maruti's contribution as the engine of
growth of the Indian auto industry, indeed its impact on the lifestyle and
psyche of an entire generation of Indian middle class, is widely
acknowledged. Its emotional connect with the customer continues
Maruti tops customer satisfaction again for 8 th year in a row according to

the J.D. Power Asia Pacific. India Customer Satisfaction Index Study.
The company has also ranked highest in India Sales Satisfaction Study.
In keeping with its leadership position, Maruti supports safe driving and
traffic management through mass media messages and a state-of-the art
driving training and research institute that it manages for the Delhi
Government.
The company's service businesses including sale and purchase of pre
owned cars (TrueValue), lease and fleet management service for
13
SWOT ANALYSIS OF MARUTI SUZUKI
Strengths in the SWOT analysis of Maruti Suzuki
Maruti Udyog limited (MUL) is in a leadership position in the market with

a market share of 48.74
Major strength of MUL is having largest network of dealers and after
sales service centers in the country.
Good promotional strategy is adopted by MUL to transfer its thoughts to
the people about its products.
Maruti Suzuki recorded highest number of domestic sales with 9,66,447
units from 7,65,533 units in the previous fiscal. It recently attained the
10million domestic sales mark.
Strong Brand Value and Loyal Customer Base are big strengths for MUL
There are around 15 vehicles in Maruti Product portfolio. Has good
product lines with good fuel efficiency like Maruti Swift, Diesel, Alto etc
Alto still beats the small car segment with highest number of sales
MUL is the first automobile company to start second hand vehicle sales
through its True-value entity.
MUL has good market share and hence its after sales service is a major
revenue contributor.
Weaknesses in the SWOT analysis of Maruti Suzuki
Low interior quality inside the cars when compared to quality players like
Hyundai and other new foreign players like Volkswagen,Nissan etc.
Government intervention due to having share in MUL.
Younger generations started getting a great affinity towards new foreign
brands
The management and the companys labor unions are not in good terms.
The recent strikes of the employees have slowed down production and in
turn affecting sales.
Maruti hasnt proved itself in SUV segment like other players.
Opportunities in the SWOT analysis of Maruti Suzuki
MUL has launched its LPG version of Wagon R and it was a good move
simultaneously
MUL can start R&D on electric cars for a much better substitute of the
fuel.
14
Marutis cervo 600 has a huge potential in tapping the middle class
segment and act as a strong threat to Nano
New DZire from Maruti will capture the market share and expected to
create the same magic as Maruti Esteem(currently not available)
Export capacity of the company is giving new hopes in American and UK
markets
Economic growth of the country is constantly increasing and the
government is working hard to increase the gdp to double digit.
Threats in the SWOT analysis of Maruti Suzuki
MUL recently faced a decline in market share from its 50.09% to 48.09 %
in the previous year(2011)
Major players like Maruti Suzuki, Hyundai, Tata has lost its market share
due to many small players like Volkswagen- polo. Ford has shown a
considerable increase in market share due to its Figo.
Tata Motors recent launches like Nano 2012, Indigo e-cs are imposing
major threats to its respective competitors segment
China may give a good competition as they are also planning to enter
into Indian car segment
Launch of Hyundais H800 may result in the decline of Alto sales
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20
Hyundai Motors Profile
Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of

Hyundai Motor Company, South Korea and is the second largest car
manufacturer and the largest passenger car exporter from India. HMIL
presently markets 54 variants of passenger cars across segments. The
Santro in the B segment, the Getz Prime, i10 and the Premium hatchback
i20 in the B+ segment, the Accent and the Verna in the C segment, the
Sonata Embera in the E segment and the Tucson in the SUV segment.
Hyundai Motor India Ltd, continuing with its tradition of being the fastest
growing passenger car manufacturer, registered total sales of 117451
vehicles in the calendar year (CY) 2016, an increase of 10.9 percent over
CY 2016. In the domestic market it clocked a growth of 11.7 percent with
120735 units in 2016, while overseas sales grew by 15.5 percent, with
exports accounting for 10407 units in February 2017.
HMIL's manufacturing plant is located near Chennai which has advanced

production quality and testing capabilities in the country. In order to
21
provide the Indian customer with global technology, HMIL started its
second plant in February 2008 which produces an additional 300,000
units per annum, raising HMIL's total production capacity to 600,000 units
per annum. Apart from expansion of production capacity, HMIL currently
has 260 strong dealer network across India.
The production management processes at Hyundai Motor India are

overlaid with an organization-wide implementation of manufacturing best
practices like Just-in-time inventory management, Kaizen, TPM and TQM,
that help us in making the world's best cars, right here in India.
Hyundai Motor Company was established in 1967, Hyundai Motor Co.

has grown into the Hyundai-Kia Automotive Group which was ranked as
the worlds fifth-largest automaker in 2007 and includes over two dozen
auto-related subsidiaries and affiliates. Employing over 75,000 people
worldwide, Hyundai vehicles are sold in 193 countries through some
5,000 dealerships and showrooms.
Hyundai Motor Company, S.Korea, the parent of HMI, has been doing
considerable work on sustainable Environment Management . The
company has a well defined framework in place for developing products
that reduce pollutant emissions and processes for preservation of natural
resources and energy along all the stages of the product lifecycle from
production, sales, use to disposal and has been awarded the ISO 14001
certification for all its three major plants in Ulsan, Asan and Jeonju in
S.Korea.
22
Cars of Hyundai
Hyundai deals in wide variety of cars which includes Eon, Santro, i10,
Grand i10,Xcent,Elite i20,Creta,Elantra,Getz prime, i20, Accent,Verna,
Sonata, Tuscon, etc.
SWOT ANALYSIS OF HYUNDAI MOTORS
Strengths in the SWOT analysis of Hyundai
Hyundai India has such a brand equity that it is almost assumed to be an

Indian brand, with lot of good accolades for being Indias second most
selling brand next to MUL in market share
Hyundai Motor India limited is the largest car exporter from Asian Market
which showed a 10% growth compared to last FY
The domestic sales is increasing at an average rate of 19.1%
HMIL is known for its quality products which has better performance and
it has constantly been ahead in the race with Maruti Udyog limited in many
parameters
The product length includes around 8 cars, starting from new Eon in
small car segment to SUV segment Santa Fe
Among the automobile players only HMIL is known for its CSR activities
Hyundai products never fail to win laurels in each segment from various
automobile ratings ever since its operations in India
Hyundai , has the largest network of showrooms and service station next
to Maruti in India
An article in Economic times quoted that Hyundai Eon launched , treads
on Alto territory indicated that Eon will act as a threat to reduction in Altos
market share
Weaknesses in the SWOT analysis of Hyundai
HMIL took a long time to gain the market share as its not the first mover
in India
In terms of most reliable and trusted brand; Maruti is more strong in
Indian subcontinent
23
Spare parts of Hyundai vehicles are comparatively priced higher and
spare parts do not have PAN India presence
In SUV segment both Tucson and its next model Santa Fe didnt make a
major impact
Increase in commodity prices such as steel, aluminium and ancillary
parts has affected margins
Since HMIL concentrates on both domestic and International sales there
are higher risks of exchange rate fluctuations
As Hyundai majorly concentrates on quality, most of its product are in
premium category in each segment. Hyundai is still struggling to make a
better impact in small car segment in terms of cost efficiency like other
manufactures
Hyundai doesnt have any product match to compete in Corporate orders
like Tata Indica V2, Tata Sumo, Tata Indigo, Chevy Tavera, Ford Fiesta
etc. These vehicles are most preferred in both cab segment and
government booking for bulk orders
Opportunities in the SWOT analysis of Hyundai
SIAM Society of Indian automobile Manufacturers, have stated that

there is steady increase in Car sales both Domestic and Indian
contributing a valuable share in Indias Gdp
The export markets growth rate is 22.30% compared to last fiscal year
The saving consumption pattern of India is an added advantage for any
segment doing business in India. This was one of the major reason for
Indian market to survive amidst global recession
There is more scope of HMIL to enter into small car segment as its has
dedicated R&D plant in Hyderabad, India. Hyundai is one of the very few
companies that has widest R&D network across the world located in
Korea, Europe, India, US, Japan
Hyundai has very good opportunity in entering into commercial vehicles
and Recreational vehicles as they are already doing well outside India.
Currently HMIL has its focus only on Passenger car segment
Threats in the SWOT analysis of Hyundai
Though Hyundai claims itself to have no direct competitors other than

MUL, there are Indian players like Tata, Mahindra imposing a strong threat
for Hyundai Motors India to expand its product category
Foreign Direct Investments flowing in Indian automobile space are not
good signs for already existing Giants like MUL and Hyundai.
24
Almost all major automobile players have started invading India to open
up their market and their manufacturing plant in India.Chennai is referred
to as the Detroit of Asia!
Hyundai faced a slight decline in market share due to tough competition
from Fords Figo and Volkswagen- Polo
Many manufacturers have started to concentrate on small car segment
as an alternative to Nano. These will slowdown the expected sales of Eon.
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HISTORY OF INDIAN AUTOMOBILE INDUSTRY
PRE- LIBERALIZATION PERIOD
Since Independence The Car Industry was closely monitored and

controlled by the government till 1981. Limited choices were available to
the car buyers due to the limited manufacturers and tight supply.
Hindustan Motors (HM) and Premier Automobile (PAL) that were set up in
1940's dominated the vehicle market and industry. In the 1950s, the
arrival of Tata Motors, Bajaj Auto, and Mahindra & Mahindra led to
steadily increasing vehicle production in India, while the 1960s witnessed
the establishment of the two- and three-wheeler industry in India.
But between 1970 to the economic liberalization of 1991, the automobile

industry continued to grow at a slow pace due to the many government
restrictions. However, the automotive industry witnessed tremendous
growth after the entry of Maruti Udyog in the 1980s.
In 1981 the government decided to review their car industry policy and
found that the segment was neglected and there was a big market
available for cars. The existing cars available in the market were costly
and technically less sound with compare to international standard.Then
government initiated dialogues with Suzuki Motors, a Japanese car
manufacturing company, finalized a joint venture, and formed a company
28
named Maruti Udyog Limited (MUL). The initial venture was between
Government of India with a share of 74% and Suzuki Motor with a share
of 26%.
That was a revolutionary step taken for the car industry in India. In 1983
MUL launched its first car in India (Maruti 800) with a price tag of
Rs.40,000/-.
This development was a big shock to the existing car manufacturers and
they also rushed to improve and increase their product line.
After the lifting of licensing in 1993 by government, 17 new ventures
came up, of which 16 are for manufacture of cars.
Today, almost all of the major global players are present in India. The
automotive industry is today a key sector of the Indian economy and a
major foreign exchange earner for the country.
Government
1981 was the year when government taken a revolutionary initiative to

review and reform its policy related to car industry. Now getting
permission to produce cars in India is easier and new entrants are coming
almost every year. Government has also imposed heavy imposed heavy
29
import duties on imported vehicles to safeguard the car manufactured
locally.
POST- LIBERALIZATION PERIOD
Following the economic reforms of 1991, the automobile section

underwent delicensing and opened up for 100 percent Foreign Direct
Investment. A surge in economic growth rate and purchasing power led to
growth in the Indian automobile industry, which grew at a rate of 17% on
an average since the economic reforms of 1991.
India's automotive components industry is being urged by the government

to partner with overseas firms with the aim of making India a platform for
outsourcing as well as a global R&D hub. As the Indian vehicle production
industry has grown, so has the domestic supplier industry. But the global
auto industry's search for lower cost and more international outsourcing
has led to a sharp growth in component output and exports in recent
years.
The positive demographic factors, stable macro-economic environment

and pro-reform policies of the government, low manufacturing costs,
availability of skilled labor has attracted almost all major global auto
players making their way into India like GM, Ford, Daewoo, Honda and
Toyota The intense competition has compelled the manufacturers to
launch the latest global offering in India as early as possible. It has also
30
enabled to keep the prices of the vehicles under check. The consumers,
in turn, have benefited from wide choice of models, technologically
advanced cars and better service from the car manufacturers.
Major Manufacturers in Automobile Industry and their Cars
Maruti Udyog Ltd.

Cars:- Maruti 800, Omni,Alto k10,Eeco, Zen, Esteem,Celerio,Wagon R
Stingray WagonR, Swift, SX4,Swift Dzire,Baleno,Gypsy,Ertiga,Brezza,S-
cross Alto, Ritz, Grand Vitara.
Tata Motors.
Cars:- Indica, Indigo Marina, Safari, Sumo,
Nano,Tiago,Bolt,Venture,Indica eV2,Zest,Sumo Gold,Safari,Hexa.
Hyundai Motor India Ltd.

Cars:- Santro,Eon,Grand i10,Xcent,Creta, Accent, Sonata, Verna, Getz,
Elantra, Tuscon, i10, i20
Honda
Cars:- Honda City,Brio,Amaze,Jazz,Mobilio,WR-V,CRV, Civic, Accord
BMW
Cars:- 3 Series, 5 Series, 6 Series, 7 Series, X3, and X5,X6,i8 Z4
Other Automobile Companies are:-

Skoda
31
Toyota
Hindustan Motors
Ford
Mahindra and Mahindra
General Motors
Mercedes
EVOLUTION OF AUTOMOBILE INDUSTRY

Initial Years Early to mid 90s Mid 90s- 2016
Manufacturing was Sellers market and LongBuyers Market

Licensed waiting periods
High customs duty on Delicensing in 1993 Increase in Indigenization

import
Steep excise duties & sales Removal of CapacityEasy Auto Finance

tax restrictions.
2 Major Players Decrease in customs &Manufacturers diversifying

excise. into related activities:
Premier Automobiles Ltd & Auto finance boom-moreFinance lease, fleet

Hindustan Motors players (foreign banks & nonmanagement, insurance and
banking companies, better
schemes).
1980s Used car market.
Entry of MUL, better Variety of Options available to

product, with Govt support. choose from.
32
Sellers Market.
Long waiting periods.
COMMON MARKETING STRATEGIES OF AUTOMOBILE COMPANIES
Advertising in News papers and Magazines:-
In this companies advertise about the

car in various local newspapers like
Economic times and they give detail
explanation about the feature of the
cars, keeping customers requirement.
They also provide various dealers
addresses and contact numbers for
reference. Company also tries to
advertise through various magazines
like Auto Cars, Overdrive, etc.
33
Grand Launch :-
Recently Tata Nano car was grandly launched and created a buzz in
market. After the launch media aggressively took interest in providing the
minute details about the car to the customer by showing test drives, etc.
Once the car is launched they give adds in every possible newspaper, car
magazines, put hoardings, display car models in the malls.
Company provides exchange offers to customers :-
This is one of the most effective ways adopted by the companies and very
successful marketing strategy, which has helped company increase their
sales.
In this method, companies provide option to buy a new car of your choice
in exchange of their old cars, but the price of old car is decided by the
dealer by looking at its condition. It helps customers, as they dont need
34
to go anywhere else to sell their old car. This also helps companies to
increase their sale of new cars.
Adding Star Value to product- Brand Ambassador :-
Companies choose brand ambassadors for their cars to reach wide

masses. For e.g. Shahrukh Khan promotes Hyundai, Abhishek Bachan
promoted Ford Fiesta, Saif Ali Khan and Rani Mukherjee promoted
Chevrolet Aveo and Amir Khan promoted Toyota Innova. Ambassadors
give a special identity to the products.
Companies have started sponsoring reality shows for better

visibility :-
As we all know reality shows are making all time big in television and
entertainment industry. This is really a smart move by automobile
companies to gain visibility through reality shows. The reality shows are
aired all over the world and huge number of people watch it. So
companies sponsor such shows and get noticed.E.g. Maruti sponsored
Indias Got Talent show on Colors channel and gifted Ritz to the winner.
Indian Idol winner was also gifted with Maruti SX4
35
Mall Displays
Various companies display their cars in Malls so as to get prime attention.

People go in Malls for shopping and hangouts with their friends and
family. They conduct small contests and give gift hampers as prize. Thus
they try to attract crowd towards them.
36
Companies enter market with help of Films
In terms of marketing strategies Chevrolet Aveo found a unique way of

advertising by way of a Yash Raj Film production, Tara Rum Pum. The
main motive behind this was to popularize and promote the product in
youth.
Companies Sponsor Go- Karting events

Go-karting events are really booming up among young crowd. And thats
the reason we see craze for participating in go-karting events is on high.
People have started taking interest in the sport and huge crowds turn up
37
for such events. But for sure car companies would to not like to miss
chance of visibility they get in such competitions.Few years before Maruti
Suzuki sponsored Autocross rally. Similarly Tata Engenieering has
sponsored Narayan Kartikeyan as Indias Entry in to the World Series
motorcar racing.
Personal selling
Personal Selling largely takes place at the Dealers End. The way
customer is attended depends mainly on the Dealer as he acts as an
interface between the company and the Consumer. The various cases in
which Personal Selling takes place is Individual Sales, Corporate Sales,
Sales Presentations, Fair and trade Shows. Mostly in case of Individual
Sales the Customer goes to the showroom and takes a look at the
product. There he is attended to by the Sales Personnel of the
Dealership. Sometimes the Senior Sales Executive has to make Sales
Presentation to Corporate Buyers. Personal Selling is also practiced at
Trade Fairs and Auto Shows wherein the Company appointed Sales
Personnel attend prospective customers and also book their orders.
38
Market Share Of Automobile Companies
% Market Share
10.1
3.9
4.3
6.7
46.9
13.5
14.6
Maruti Suzuki Ltd. Tata Motors Ltd.
Hyundai Motor India Ltd. Mahindra & Mahindra Ltd.
General Motors India Pvt Ltd. Honda Siel Cars India Ltd.
Others
fig : 2
Above market share graph shows us that in automobile industry still

Maruti Suzuki is enjoying highest market share. And then comes
companies like TATA and Hyundai Motors India Ltd.
39
Marketing Strategies used by Maruti Suzuki
Advertisements
Good promotional strategy is adopted by Maruti Suzuki to transform its
thoughts to the people about its products by marketing through
advertisement in television, radio, newspaper, etc.
Through radios they try to promote their product by organizing quiz
contests and the person who wins are offered special discounts, gift
vouchers, coupons, etc.
Through television they promote their vehicle by showing the utility value,
its comfort level.
Some of the strategies used for cars were:-
Baleno: Missed the flight catch Baleno The most comfortable Car even
in long drives.
Esteem: My Daddys Big Car Affordable mid size car
Alto: Lets Go The fuel efficient and affordable car
After Sales Service:- Kya yahan Maruti Service Station hai

Availibility of service stations even in the remotest place in the country.
40
Display
If you visit any of the Maruti Dealers showroom what you will notice is one
thing very similar, that is the display. They display only 2-3 cars in the
showroom. Well this is the strategy to make people concentrate on only
few choices otherwise they might get distract and get confused. Here
Maruti wins one customer.
Tie up with many banks
To promote its bottom line growth, Maruti launched Maruti Finance in Jan
02.
Prior to the start of this service Maruti had started two joint ventures
Citicorp Maruti and Maruti countrywide with Citi Group and GE
Countrywide
respectively to assist its client in securing loan.
Today Maruti has tie ups with ABN Amro Bank, HDFC Bank, ICICI Ltd,
Kotak Mahindra Bank, Standard Chartered Bank etc.
Exchange offers
Maruti has also placed its step and progress by marketing through
exchange offers. In this it makes possible to leave and get it replaced for
a new one with barely some amount. This is one of the greatest ways to
attract more and more customers and also makes possible to increase
sales.
41
SBI Maruti Car Loans
The countrys largest bank and the largest car maker have joined hands
to make affordable car finance available to more and more people across
the country. The mega alliance makes car loans available at lower interest
rates to a wider section of people, with transparent terms and conditions.
The unbeatable advantages of SBI Maruti car loans:-
-Two market leaders in their respective industries with trusted brand

names.
-Low interest rates
-No processing fees or hidden costs to ensure transparency.
-Car loans available for diverse categories of customers including govt.
employees and agriculturist.
42
Marketing Strategies of Hyundai
Advertisements
Hyundai had used Bollywood star Sharukh Khan as Brand Ambassador
for promoting their car. Through this they tried to attract the customers.
To promote their product they organized quiz contests on radio and the
person who wins was offered special discounts, gift vouchers, coupons,
etc.
They also advertise in Newspapers. In this companies advertise about the
car in various newspapers and they give detail explanation about the
feature of the cars, keeping customers requirement. They also provide
various dealers addresses and contact numbers for reference.
43
Free checkups
Hyundai arranges free checkups from time to time in which they check for
any problem and advice to visit the nearest service center for servicing.
This helps in maintaining good relationship with customers and tries to
keep good image in market.
Exchange offers
As Hyundai deals in second hand cars also. They offer exchange offers to
customers. And by paying adjusted amount customer can get brand new
car in exchange of old once. Exchange offer makes customer happy as
they dont have to pay full amount also, they get new car also and their
old car gets replaced also with new one.
44
Cold callings
In this type of strategies old customers are given a relationship call just to
know some other references. This gives a boost to sales and customers
also feel a sense of involvement. Hyundai gets maximum sale through
such type of cold callings only.
Events at Corporate Office and Banks
Hyundai tries to attract customers by conducting camps, events at

corporate offices and bank as most of the customers are of middle-age
group and corporate offices are good source for company to attract such
customers.
Display
Hyundai keeps attractive display so that maximum number of people gets

noticed. And they even keep their own accessories related to cars at
special accessories counter. For attractive display they decorate their
showroom as well as all the cars which are displayed.
45
QUESTIONAIR-
RE
46
INTERPRETATIONS TO QUESTIONAIRRE
Dealers Survey
Relation of Marketing Strategies and sales of product
Marutis Survey:-
From the survey of 5 dealers it was found that every dealer
positively replied that marketing strategies had helped them to increase
the sales of their product.
Hyundais Survey:-
Even 5 Hyundai dealers positively replied that marketing strategies
helped them to increase the sales of their product.
Benefits of Marketing Strategy
Marutis Survey:-
Dealers replied that from the various marketing strategies enquiries
for the new launches increases and thus indirectly sales. It also increases
references and contacts.
Hyundais Survey:-
Dealers replied that strategies created awareness amongst customers
and increases walkins.
47
Promotional Strategies used
Marutis Survey:-
Maruti dealers conduct various events at malls, at workshops and at
near banks and government offices. They also give advertisements in
local newspapers and distribute pamplets.
Hyundais Survey:-
Dealers conduct cold callings i.e. calling old customers. They give
advertisement in papers, conduct roadshows and conduct service
checkup camps. Gives exchange offers.
Attraction of Customers
Marutis Survey:-
Dealers replied that most of the customers are attracted through
media advertisements and mouth publicity and also through old
references.
Hyundais Survey: -
Dealers replied that most of the customers are attracted through
references and walk-ins and mouth publicity also helps in attracting
customers to new product.
48
1) DO YOU THINK MARKETING STRATEGIC HELPS TO INNCREASE SALES OF
PRODUCT?
YES 98.4%
NO 1.6%
Most of the customers prefer to buy after seeing some one elses
experience. Thus word of mouth publicity acts as the marketing strategy
for company whereas others are attracted to T.V ads, brand
ambassadors, etc .
49
2) DOES A GRAND LAUNCH OF A CAR MAKES SELLINGS OF A CAR EASY?
YES 72.8%
NO 27.2%
Grand launching of car always help to increase sales .
3) DO YOU THINK PROMOTION THROUGH MEDIA IS MOREEFFECTIVE THAN

ANY OTHER MEDIUM?
50
YES 54.8%
NO 45.2%
Most of the customers prefer to buy after seeing some one elses
experience. Thus word of mouth publicity acts as the marketing strategy
for company whereas others are attracted to T.V ads, brand
ambassadors, etc .
4) WHAT IS THE CUSTOMER PREFERENCE?

PETROL VERSION 42.4%
51
DIESEL VERSION 54.4%
L.P.G.VERSION 4.8%
Maximum
customers
still prefer to
buy petrol
version cars
rather than
diesel or LPG
version. Even though LPG user 5%, diesel versions 53%,and petrol
version 42%are economical in usage.
5) WHILE BUYING THE CAR,WHAT ARE THE CRITERIA INN THE BUYERS
MIND?
QUALITY 16%
PERFORMANCE 34.4%
MILAGE 29.6%
PRICE 20%
52
It was found that while purchasing the car customers look for the
complete car of their choice which gives them good performance, looks,
mileage and also it should be reasonable in price.
6) WHICH OTHER AUTOMOBILE COMPANY DO YOU THINK IS BIGGEST

COMPETITOR FOR MARUTI UDYOG?
HYUNDAI 59.2%
HONDA 29.6%
TATA 5.6%
MAHINDRA AND MAHINDRA 5.6%
53
Above market share graph shows us that in automobile industry still
Maruti Suzuki is enjoying highest market share. And then comes
companies like TATA and Hyundai Motors India Ltd.
7) MOST OF THE SALE TAKES PLACE ON WHICH BASIS?

CASH 10.4%
E.M.I. 67.2%
CHEQUE 21.6%
ANY OTHER .8%
54
Way of Purchase
Marutis Survey:-
According to dealers cars are sold mostly on EMI basis
67%,Cheque basis 22% , cash basis 10% customers purchase cars on
this basis.
8) WOULD YOU LIKE TO SWITCH ANOTHER BRAND WITH ADDITIONAL

FEATURES?
YES 48%
NO 52%
55
Fig 8
People like to switch another brand with additional features 48% people
Easley switch to other brand but 52% people no switch to other.
9) IF YES, WHAT IS YOUR LEVEL OF SWITCHING?

EXTREMELY HIGH 4%
HIGH 40%
MODERATE 55.2%
LOW .8%
56
Both Maruti and Hyundai dealers believe 100% in Customer
satisfaction and after sales service because they think that if customer is
fully satisfied with its service then only he will return to same company for
purchase otherwise he will shift to another car companies product. And
better sales service will create good image in mind of customers.
The expectation level of people is always high, this graph shows
switching leval Moderate 55%, High40%, Extremely high 4% and low 1%.
10) WHICH IS YOUR FAVORITE SMALL CAR INMARUTI SUZUKI?

ALTO 8.8%
WAGONR 29.6%
SWIFT 48.8%
RITZ 12.8%
57
Fig 10
In jaipur lots of people use different brand of car but most of people use
Maruti Suzuki car due to the low mentnance car in this graph, 49%
peoples use swift ,13% Ritz, Alto 9%, wagon r .
58
FINDING
59
Findings
It was found that dealers agree that Marketing Strategies helps to

increase sale of product.
Most of the customers are attracted through media publicity and

mouth publicity.
Swift from Maruti and i10, i20, and Santro from Hyundai are most
demanded cars by customers.
Customer prefers Petrol Version cars rather than Diesel or L.P.G.

version.
Most of the Customers were found satisfied with cars performance.
Around 50-75% of customers purchase cars on installment basis.
From survey, it was found that around 64% were Maruti users.
Pricing of cars was found reasonable by most of the customers.
Customers were satisfied with dealers service.
60
SUGGESTIONS
AND
RECOMMENDATIOS
61
Suggestions and Recommendations
To Dealers
As dealers directly interact with customers, they should maintain

proper Customer Relationship Strategy.
They should differ service benefits and offerings according to the

various customers segments. Which may include classification on
the basis of
- income group
- Age group
Dealers should help customers in taking right decision for buying

car and should give complete information about car before
customer purchase car.
The customers purchasing car on installment basis, should also be

provided with additional accessories as there is in case of cash
purchase.
Dealers should provide good after sales service and should

maintain good relations with customers so that reference can be get
and goodwill is created.
62
To Company
Maruti should more frequently come with mid-size models like sx4
and swift as this sedan model is doing very good in market.
Maruti and Hyundai should come up with diesel model of mid-size

cars as market survey says that the use of diesel cars will increase
by 50% by 2010.
Hyundai should try to increase their number of dealers and service

stations so that customers can get better service.
Both companies should try to build trust in customers as

competition is increasing day by day.
Company should try to give some good schemes and offers and
discounts for old and new customers.
Maruti should try to expand its range of cars from small car and
hatchbacks to more mid-size cars like sx4 and swift mid size
version.
63
CONCLUSION
64
Conclusion
Maruti suzuki is good in its marketing strategy and shows good results.
And as Maruti has its vast network of dealers and service centers they
are able to provide good after sales services and are able to maintain
good relationship with customers which is their strongest point. Maruti is
also benefited with its goodwill and Brand name which is already there in
market. So Maruti can use these as an opportunity to bring new and
innovative car models in market and try to attract more and more
customers. It can be seen that Maruti is trying to attract customers from
all segments by launching cars like sx4, Swift, Ritz but their main
preference is A segment cars only
Hyundai strategies of endorsing their products with celebrities has got a

very good response but Hyundai should advertise better to create a good
picture of its products by transferring the key good things about its cars.
Hyundai has a good tract record of having successful diesel mid size cars
in its portfolio and it should encash the same opportunity to launch the
diesel versions of small car before Maruti too have competitive
advantage. And Hyundai should also try to increase their service centers
so that customers can find it convenient.
65
ANNEXURE
66
Annexure
QUESTIONAIRRE TO MARUTI/ HYUNDAI DEALERS
Q.1) Do you think Marketing Strategies helps to increase sales of

product?
a) Yes b) No
Q.2) Does a Grand Launch of a Car makes Selling of a car easy?

a)Yes b) No
Q.3) Do you think Promotion through Media is more effective than any
other medium?
a) Yes b) No
Q.4) What is the Customer Preference?

a) Petrol version b) Diesel version c) L.P.G version
Q.5) While Buying the Car, what are the criteria in the Buyers Mind?
a) Quality b) Performance c) Milage d) Price
Q6) Which other Automobile Company do you think is Biggest Competitor

for Maruti Udyog?
a) Hyundai, b) Honda, c) Tata, d) Mahindra and Mahindra
Q.7) Most of the Sale takes place on which Basis?

a) Cash b) E.M.I c) Cheque d) Any othe
67
Q.8) Would you like to switch another brand with additional features?
a)yes b)No
Q.9) If yes,what is your level of switching?
a)Extremely high b)High c)Moderate d)Low
68
BIBLIOGRAPY
69
Books
Marketing
Author- Dr.N.Rajan Nair
Sanjith R Nair
Publications- Sultan chand and Sons
Marketing Management
Author- Philip Kotler
Publications- Prentice Hall of India Pvt ltd.
Magazines
Auto Drive
Indian Auto
Over Drive

Websites
www.marutisuzuki.com
www.hyundai.com
www.google.com
www.autoindia.com
www.overdrive.com
70
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A

PROJECT STUDY REPORT

Submitted in Partial Fulfillment for the award of Degree of

MASTER OF BUSINESS ADMINISTRATION

APEX INSTITUTE OF MANAGEMENT AND SCIENCE, JAIPUR

I hereby declare that the dissertation Comparative study of marketing

SUMIT KUMAR JAIN

This project is a synergistic product of many minds. Therein, I take this

SUMIT KUMAR JAIN

Sr no. Particulars Page

4 Automobile Company Profiles 5

7 Suggestions and Recommendations, 44

Chapter 2 Company Profiles

Chapter 3 Theoretical View

Chapter 4 Practical view

Chapter 5 Suggestions and Recommendations, conclusions

List of Charts/ Graph

Chart Name Page

A marketing strategy is a process that can allow an organization to

On the Canvas of Indian Economy, Auto Industry occupies a prominent

Methodology of Data Collection

Maruti Udyog Limited, a subsidiary of Suzuki Motor Corporation of Japan,

The company has a portfolio of 11 brands, including Maruti 800, Omni,

Maruti tops customer satisfaction again for 8 th year in a row according to

Strengths in the SWOT analysis of Maruti Suzuki

Maruti Udyog limited (MUL) is in a leadership position in the market with

Weaknesses in the SWOT analysis of Maruti Suzuki

Opportunities in the SWOT analysis of Maruti Suzuki

Threats in the SWOT analysis of Maruti Suzuki

MARUTI SUZUKI SHOWROOM IN JAIPUR

Ktl Pvt Ltd

Hyundai Motor India Limited (HMIL) is a wholly owned subsidiary of

HMIL's manufacturing plant is located near Chennai which has advanced

The production management processes at Hyundai Motor India are

Hyundai Motor Company was established in 1967, Hyundai Motor Co.

SWOT ANALYSIS OF HYUNDAI MOTORS

Strengths in the SWOT analysis of Hyundai

Hyundai India has such a brand equity that it is almost assumed to be an

Weaknesses in the SWOT analysis of Hyundai

Opportunities in the SWOT analysis of Hyundai

SIAM Society of Indian automobile Manufacturers, have stated that

Threats in the SWOT analysis of Hyundai

Though Hyundai claims itself to have no direct competitors other than

HYUNDAI SHOWROOM IN JAIPUR

PRE- LIBERALIZATION PERIOD

Since Independence The Car Industry was closely monitored and

But between 1970 to the economic liberalization of 1991, the automobile

1981 was the year when government taken a revolutionary initiative to

POST- LIBERALIZATION PERIOD

Following the economic reforms of 1991, the automobile section

India's automotive components industry is being urged by the government

The positive demographic factors, stable macro-economic environment

Major Manufacturers in Automobile Industry and their Cars

Maruti Udyog Ltd.

Hyundai Motor India Ltd.

Other Automobile Companies are:-

EVOLUTION OF AUTOMOBILE INDUSTRY

Manufacturing was Sellers market and LongBuyers Market

High customs duty on Delicensing in 1993 Increase in Indigenization

Steep excise duties & sales Removal of CapacityEasy Auto Finance

2 Major Players Decrease in customs &Manufacturers diversifying

Premier Automobiles Ltd & Auto finance boom-moreFinance lease, fleet

1980s Used car market.